Wicked Good Cupcakes

What Wicked Good Cupcakes does

Wicked Good Cupcakes is a privately held, direct-to-consumer e-commerce bakery that sells gourmet cupcakes packaged in 8oz mason jars, founded by Boston natives and mother-daughter team Tracey Noonan and Dani Vilagie and now operating as a subsidiary of Hickory Farms following the June 24, 2021 acquisition. Its core product is a layered cupcake with buttercream frosting in a single-serve jar designed to ship nationwide via FedEx while remaining shelf-stable for four days at room temperature, two weeks refrigerated, or six months frozen; this form factor is the central technical differentiator and underpins the company's national reach. The product portfolio extends beyond the signature jar cupcakes to brownies, gluten-free variants, seasonal packs (such as the Summer 4-Pack and Pride Cupcakes), a Cupcake Club monthly subscription, a GiftSnap digital e-gift product, and a corporate gifting program with custom labeling and volume discounts, all sold primarily through the wickedgoodcupcakes.com storefront built on the Demandware commerce platform.

The business model combines one-time consumer purchases, recurring subscription revenue, B2B corporate gifting contracts, and digital gift cards, with pay-as-you-go pricing in the $23-$50 range per 2-4 pack. Go-to-market relies on paid digital acquisition (Google Ads, Facebook Marketing), earned media from the April 2013 Shark Tank appearance and ongoing Kevin O'Leary royalty association, organic social presence, and a Wicked Good Rewards loyalty program; co-branded partnerships with Cinnabon, Lovepop, Jennie Garth, and No Kid Hungry extend reach without changing the core offering. Distribution is domestic U.S. only, with shipping restrictions to Alaska, Hawaii, U.S. territories, PO Boxes, Canada, and APO/FPO/DPO addresses, and additional state-level restrictions on wine products, which caps the addressable market but simplifies logistics.

Name

Wicked Good Cupcakes

Legal name

Wicked Good Cupcakes, LLC

Website

https://wickedgoodcupcakes.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Wicked Good Cupcakes is a DTC e-commerce bakery that sells gourmet cupcakes packaged in mason jars for nationwide FedEx shipping, serving consumer gift buyers, corporate clients, and subscription members under Hickory Farms ownership.

Ownership category

akta.pro rank

Product category

Online Bakery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Retail-Eating Places (5812), Sugar & Confectionery Products (2060)

akta.pro primary industry

Cupcake Shops (THAFAGAG)

akta.pro secondary industries

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH), Online Bakery & Desserts Delivery (CRAHAIAK), Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI), Patisseries & Dessert Boutiques (CRAHAGAB)

Keywords

• Gourmet cupcake bakery
• Online dessert gifts
• Mason jar desserts
• Bakery e-commerce
• Corporate gifting services

Headquarters

HQ city

Hanover

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through the wickedgoodcupcakes.com e-commerce website where customers purchase individual cupcake jars, packs, and gift boxes. Products ship nationwide via FedEx.
2. Cupcake Subscriptions (Cupcake Club): Monthly subscription service where customers receive regular deliveries of cupcakes, providing recurring revenue from loyal customers.
3. Corporate Gifting: Customized corporate gift orders with volume discounts and personalized labeling for business clients and events.
4. GiftSnap E-Gifts: Digital gift cards where recipients choose their own flavors and delivery address, with Mix & Match options in 2-pack, 4-pack, and 6-pack sizes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Wicked Good Cupcakes is a gourmet e-commerce bakery that bakes and ships freshly-made cupcakes packaged in 8oz mason jars nationwide via FedEx. The product line includes signature jar cupcakes, customizable flavor packs, themed 4-packs (Birthday, Best Sellers, seasonal), gluten-free options, brownie bites, a monthly subscription (Cupcake Club), corporate gifting with custom labeling, digital GiftSnap e-gift cards, and occasion-based offerings (weddings, Lovepop card pairings).

Product overview

Wicked Good Cupcakes is a gourmet e-commerce bakery specializing in cupcakes presented in 8oz mason jars. The core product line centers on the signature 'Cupcakes in Jars' concept with buttercream frosting, offered through customizable 'Choose Your Flavors' packs and pre-configured themed bundles. The portfolio includes the Best Sellers Cupcake Jar 4-Pack and Birthday Cupcake Jar 4-Pack as popular packaged options, alongside seasonal offerings like the Summer Cupcake Jar 4-Pack. Complementary products include Gluten Free Cupcakes and Brownies for broader dietary and dessert needs. The subscription add-on, Cupcake Club, enables recurring monthly deliveries. Corporate Gifting provides B2B customization services, while GiftSnap offers digital e-gift cards allowing recipients to select their own flavors. The company also offers occasion-specific products including Lovepop Cards & Cupcakes for Date Night and Weddings & Events packages. All products ship nationwide via FedEx from the company's Massachusetts headquarters.

Differentiator

Problem solved

Functional benefit

Products and services

• Cupcakes in Jars

Quantifiable outcome

• Products can be kept fresh for 4 days at room temperature, refrigerated for 2 weeks, or frozen for up to 6 months

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• Jennie GarthminorGTM or Marketing Partner · 12 September 2017Actress Jennie Garth partnered with Wicked Good Cupcakes for a Q&A and promotional partnership in September 2017.
• CinnabonminorGTM or Marketing Partner · 1 December 2015Wicked Good Cupcakes announced a partnership with Cinnabon in December 2015 to create new treats combining both brands' products.
• Marcus Lemonis (The Profit)coreStrategic or Co-development Partner · 11 July 2014Marcus Lemonis, star of CNBC's The Profit, joined Kevin O'Leary in a partnership with Wicked Good Cupcakes in July 2014. This partnership brought additional business expertise and visibility to the company.
• No Kid HungryminorGTM or Marketing PartnerFor each Cookies & Cream Cupcake sold, Wicked Good Cupcakes contributes $1 to No Kid Hungry's national campaign to end child hunger. This partnership supports a charitable cause while driving sales of a specific flavor.
• LovepopminorGTM or Marketing PartnerPartnership offering combined Cupcakes & Cards gift sets, allowing customers to send both a cupcake gift and a greeting card together.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Magnolia Bakery: Iconic American bakery brand famous for cupcakes, banana pudding, and desserts with nationwide shipping. Directly comparable as a nationally-shipping, gift-oriented bakery brand with broader product portfolio and longer market history.
• Cheryl's Cookies: Established gourmet cookie and dessert brand under the 1-800-Flowers family, shipping nationwide with strong corporate gifting. Comparable as a Hickory Farms-style parent-portfolio dessert brand with similar B2B gifting model and occasions focus.
• Harry & David: Iconic gourmet food gift brand with nationwide shipping and corporate gifting. Now part of the same broader gourmet food gift ecosystem as Hickory Farms and directly comparable as a parent-portfolio brand offering premium giftable desserts.

Direct peers

• Sprinkles Cupcakes: Pioneering cupcake-only chain with nationwide shipping and celebrity brand cachet. Directly comparable as a national cupcake brand competing in the same consumer gifting and occasion-based dessert segment.
• Georgetown Cupcake: Washington D.C.-based cupcake brand with national shipping and TV show (DC Cupcakes) fame. Directly comparable as a media-driven cupcake brand with nationwide D2C gifting model.
• Baked by Melissa: New York-based mini-cupcake brand with nationwide shipping, corporate gifting, and subscription programs. Closely comparable for the bite-sized cupcake format, subscription model, and corporate gifting focus.
• Milk Bar: Celebrity chef-founded dessert brand shipping nationwide with strong gifting and corporate programs. Comparable as a D2C dessert brand with national shipping, gift-friendly packaging, and brand-led growth.
• Crumbs Bake Shop: Former public cupcake chain that pioneered large-format gourmet cupcakes and nationwide presence. Comparable as a competing cupcake brand with similar product positioning, though it has gone through bankruptcy and re-emergence.

Emerging players

• Sugarfina: Luxury confectionery gifting brand with nationwide shipping and adult-focused positioning. Comparable for the premium gifting angle and DTC channel, though focused on candy rather than baked goods.

Others

• Lovepop: 3D pop-up card brand that has co-marketed gift sets with Wicked Good Cupcakes. Directly comparable as a partner brand and as a complementary gift product competing for the same consumer gifting wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wkdgoodcupcakes
• Facebookfacebook.com/WickedGoodCupcakes

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wicked Good Cupcakes